Extensive research information about social networking is available in TUP – Technology User Profile.
Social networking, like other forms of communication and community, is what makes technology usage expand. People will always be on the lookout for new ways to communicate, whether it be with friends, strangers, or prospective colleagues. The popularity of social networking sites can make ordinary phones and email less interesting to the modern consumer, increasing demand for smarter smartphones and faster Internet connections.
At the same time, privacy concerns, information overload, and innocent and criminal abuses can dampen the enthusiasm or participation for some market segments.
Below are a few examples of questions addressed in TUP related to social networking. The full TUP service enables drilling down beyond the answers to these questions to identify which other technologies, services and behaviors are disruptive and to profile which market segments are and aren’t adopting. TUP is much more than a one-dimensional market view or opinion piece; it’s a resource that can answer these and other key questions.
- Which social networking sites are used most frequently by which segments?
- Which social networks show the most growth-oriented activity? Which segments show signs of losing interest or withdrawing?
- How are users communicating, given all their communication options?
- What is the impact on privacy concerns on use of social networking?
- How are Facebook users different from users of other Social Networks? Beside demographics, what else distinguishes these from each other?
- What about the anti-social – those that aren’t in an online social network? Who are they? In what other ways are they actively communicating and having fun? How does their spending profile compare?
- Is social networking only for certain age groups?
- Which market segments interact with their social network using their mobile phone, and which do not? What else stands out about these connected users?
- How much have PC users integrated PCs into their personal lives?
- Which market segments are blogging? How do they compare to social networkers?
- Entertainment primacy – what is the center of the user’s home entertainment world? Is it one device or many? Which devices and services, and among which segments?
- What is the mix of communication products and services – landline, wireless, email, IM, etc. – by segment?
- What do users sync or “store” in the cloud? How do users share images – social networking sites or photo-specific sites? Which users are the most active?
- Are PC users primarily accessing the Internet at home, in the workplace, using friends or neighbor’s computers, or in public places such as libraries or cybercafés? Which users use other’s PCs and which have many to choose from? Are smartphones or netbooks changing this?
- How many screens do people view? Which market segments view more screens than other segments?
- Who spends the most hours online?
- Most-mobile customers – where do they go and what do they do?
- Which market segments are dating online? What else do they frequently do online?
- Which smartphone OS is leading, and with which market segments?
- What are the attitudes about texting and driving? Who is most supportive and who is mostly opposed?
- What is the status of mobile phone transition, from basic feature phones to smartphones and non-users?
- Who is videoconferencing, and using which platform?
- Age-related market adoption – which products and services are age-skewed? Which are skewed toward older rather than younger users?
- How has the division of work vs. personal use of technology products continued to blur?
- How social-network active are the various tiers of gamers?
- Is it really one to a customer? How often are PCs shared? Which market segments use more than one PC?
- Which combination of tech devices is the most popular today? How large is each segment? Who are in each segment? Which direction are they headed with their buying plans?
- Do game players bring their gaming with them into the workplace? To what extent? Which market segment does this the most?
- Do mobile PC users print differently than desktop users? Do the more-mobile use more or fewer printers? Do the more-mobile print different content?
- iPhone users – who are they really? How do they compare with Android and Blackberry users?
- Who are the biggest tech spenders? Which segments spend the most and least for devices? How does spending for tech services differ?
- What about the unemployed? Are they more or are they less tech-focused?
- Multitasking – who’s using many devices for many activities, versus few devices for many activities? How do user segments vary by quadrant?
If solid answers to any of these questions would help your work in creating the future, please contact MetaFacts.
MetaFacts, Inc. helps technology marketers find and measure their best and future customers.
Current subscribers of Technology User Profile may obtain this information directly from MetaFacts, as well as additional customized drilling down into the full dataset.
For more information on the results delivered in TUP and about how to subscribe, please contact MetaFacts.
The above questions are answered with the TUP 2012 edition, and most are also answered in the TUP 2011 edition for ready trend comparison.